The “Golden State of Mind” campaign will showcase California’s efforts in sustainable vine growing, innovation and winemaking advancements.
The first phase will be rolled out spring 2021 and will focus on digital advertising and consumer-focused promotions, starting with the introduction of a new look and logo.
Built on the pillars of optimism, innovation and advancements in winemaking, the campaign will also promote a calendar of online events, such as virtual winery tours for the trade and education webinars, as well as a new wine education course with a four-tier certification program.
Seeking to expand its audience in both new and emerging markets, the California Wine Institute is launching its new campaign in the following markets: Canada, Denmark, Germany, Hong Kong, Japan, Mexico, Sweden, and the United Kingdom as well as Australia, France, Israel, Spain, the United Arab Emirates, Ukraine and other Eastern European markets.
California Wine Institute’s vice president of international marketing, Honore Comfort, commented: “The crises of 2020, felt both locally and globally, have underscored the importance of our enduring relationships with supporters of California wine around the world.
“We have an opportunity to forge a new path, to share California’s unique attributes so that we continue to grow and evolve in the minds and glasses of our global audience and build a more robust sales channel for our wineries.”
The Wine Institute launched its 2030 Plan last year, a 10-year strategy to increase US wine exports, 95% of which are sourced from California to over $2.5 billion. The strategy aims to increase sales in current markets, launch activity in new markets, and encourage more wineries in California to sell internationally.
The campaign aims to shine a spotlight on California values, showcase the state’s family-owned wine producers, next-generation winemakers and growers and also highlight its commitment to sustainability, diversity and inclusion.
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